Innovation is critical to the future for Australian wool and a key objective of The Woolmark Co. The company has the capacity and experience to deliver complete solutions for wool product invovation incorporating: expert technology proving and transfer services, pipeline integration and accreditation, product development and trade marketing, product branding and retail marketing and consumer promotions.
With technical teams based in Italy, UK, China, India and Japan, Woolmark Co has well over 1,000 man-years of experience in proving and transferring innovation to the wool textile industry. Today, it is at the forefront of innovation in areas such as easy care, non-wovens, new blends, vapor management and thermal comfort.
Woolmark seeks to develop new technologies and wool products independently and in contractual partnership with industry partners, research provides and including, of course AWI. All such technical development projects are conducted on a fully commercial basis.
Advanced technology
Advanced technology provides natural luxury through Optim. Subjecting wool to a patented setting and stretching process provides a permanent reduction in diameter of up to three microns. The resultant fibre possesses an extremely soft handle and a silk-like lustre. After weaving, the highly desirable handle and drape of Optim fabrics is leading to a high level of industry interest.
The development was a result of Woolmark/CSIRO R&D program and was introduced to the market in an exclusive arrangement covering a two-year market evaluation period. After extensive production and market trails, the revolutionary Optim technology is ready for market expansion.
Marketing of the technology concentrates on targeted customers and sales of Optim processing for the forthcoming year are already contracted. The newly developed commercial Optim machine was promoted to the key decision makers of ITMA, Asia (International Textile Machinery Ausstellung), in Singapore Oct 2001.
Sportwool
Sportwool is a long term strategy of moving Australian wool into the larger and faster growing active-wear markets. Providing a good case study of taking an original R&D concept through technical transfer to product delivery, marketing and further product development.
After the famous red shirt worn by Manchester United and highly successful product trials by Australia's cricket, AFL, and Olympic teams, Sportwool is hitting the market.
Over 150 sportswear companies have sampled the jersey knit Sportswear fabrics and some 35 Sportwool brand licenses have been issued. Key sports and active wear brands launching new ranges include Rip Curl, Fila, Peak Performance and Ellesse in Japan.
Sportwool Weatherproof the latest technical performance breakthrough was also launched at ISPO (International Trade Fair for sports equipment and fashion) in Feb 2001. This product utilizes a unique waterproof fabric and Sportwool liner based on wool's vapour processing abilities that delivers enhanced breathability, comfort and thermal warmth.
WoolScience
WoolScience is the company's brand platform for delivering radical innovation in industrial sectors and also targeted safety and environment issues. A new fabric range WoolScience -- Woolmark FR Technology with flame resistance was the first to meet new stringent British standards specifications and launched at Railtex in the UK Nov 2000.
A further fabric development targeting aircraft seat covers and other sectors - WoolScience -- Woolmark Superwash Technology is ready for transfer to market with selected partners and targets machine washable performance.
Undisputed leader
Woolmark is the undisputed leader in wool easy care technology transfer and promotion. Constant innovation in easy care is critical to wool's future.
Responding to ever increasing consumer demands easy care minimum-iron woven garments, in particular trousers, have been developed which meet Woolmark standards.
This technology under the marketing umbrella of Easy Care and Wear Wool is now being transferred to major weavers and garment makers around the world and covers a range of products including machine wash tumble dry, non-iron and Sharpset permanent crease technology.
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